At FT, we are not about awards. We’re far more worried about you – the client. We are committed to excellence for the sake of your success. The secret to our success lies in a deep understanding of our clients and their brands. We will breathe your brand to life, draw up a battle plan for your success and compile a strategy for conquering your competitors.
What can you offer the market that nobody else can? That’s what we focus on – your unique offering to the market. Good Generals win wars with good strategies and tactics – we win you new customers and a larger share of your market in exactly the same way. We’ve developed a specialised brand process that will define the essence of your brand, its personality and the position it should take in the marketplace.
Battle strategies are developed after careful reconnaissance, after your spies have infiltrated the land behind enemy lines. In marketing, research is our reconnaissance. We acquire a detailed lowdown of your target market, including their age, gender, location and demographics, as well as their education and income levels. All of this will give us valuable insights into their likes, dislikes, hopes, fears, motivations and values. Once we have identified the target market, our focus shifts to the most effective way to reach them. We find out which newspapers and magazines they read, which TV shows they are watching, what content they are streaming and which radio shows make them tick. We also examine which web and social media platforms they choose to interact on.
By doing this research, we can enjoy full confidence that your advertising will be saying the right things to the right people at the right time. Knowing who we’re talking to also puts us in the right frame of mind to actually sit down and create your campaign. We start by brainstorming – not necessarily looking for a fun or interesting idea – but for a concept that perfectly fits the strategy. In this regard, nothing less than perfection will do. Relevance. Persuasiveness. Impact. We won’t rest until we’ve found it.